More Opinion articles

The UK advertising industry continues to measure the wrong market. It’s time to stop ignoring the long tail and start helping it thrive.

The decision by Paramount Global to close all its MTV channels by the end of the year is culturally seismic, but what lessons should the UK’s public service broadcasters take from the demise of music television?

UK advertisers spend billions on channels and metrics that provide the illusion of control but often fail to deliver. Is ‘The Overwhelm’ getting in the way? In the first of a three-part series, Dan Gee examines the role of performative efficiency in this complex dance of disinformation.

What truly distinguishes average AI outputs from extraordinary ones? Seedtag’s SVP of design advises how to tap into generative AI’s full potential.

Breaking the toxic cycle of corporate cultures where women feel they must constantly prove themselves starts with honesty, writes Nicola Kemp.

How publishers can insulate themselves against AI search by leveraging content in new, more powerful ways.

It’s as simple — and as complicated — as achieving reach, investing in brand building, and nailing creative.

The algorithm is the new casting director, and it’s rewriting your creator brief, writes the co-founder of Word On The Curb

Why are marketers pressing pause on more interactive platforms when consumers are playing forward? Snap’s senior commercial director believes ‘comfort’ is slowing marketers down.

In response to Mike Follett’s comments at Future of Media Manchester, one planner advises interrogating the platforms and tweaking how you utilise them; don’t blindly de-invest because of the attention metrics.